From Kolhapuri row to chai perfume, Prada’s India-inspired moves brew controversy

Prada has once again found itself at the centre of a cultural conversation after launching a new fragrance inspired by chai, a drink deeply woven into everyday Indian life. The Italian luxury fashion house announced Infusion de Santal Chai on January 7, triggering sharp reactions online, especially from Indian users.

The unisex perfume is part of Prada Beauty’s Les Infusions line and was unveiled through a stylised promotional video featuring tea-like cream flowing over sandalwood with cardamom accents. The brand describes the scent as belonging to a woody-milky fragrance family, blending chai latte accord with sandalwood, citrus, cardamom and musks.

Priced firmly in the luxury bracket, the perfume costs $190 (around ₹17,000) for a 100 ml bottle, while a 10 ml version priced at $37 has already sold out on the brand’s official website. Influencers overseas have begun reviewing the fragrance, largely praising its warm and cosy profile.

However, the launch has reopened debates around cultural appropriation. Notably, Prada’s official description does not reference India or Indian inspiration, despite the product being built around chai, a staple closely associated with the country’s cultural identity.

Online reactions from Indian users have been mixed. While some expressed pride at Indian elements gaining global visibility, others criticised the brand for monetising cultural staples without acknowledgment. Jokes, sarcasm and sharp commentary flooded social media, echoing lingering resentment from Prada’s earlier Kolhapuri chappal controversy.